MKT 372 STRATEGIC BRAND MANAGEMENT
FALL 2013
Professor
Susan Broniarczyk
Class
TTh 2:00-3:15 UTC 1.130
Office
CBA 7.226
Office Hours
TTh 3:30-4:45 and by appointment
Phone
471-5423
E-Mail
susan.broniarczyk@mccombs.utexas.edu
Course Web Page
via Blackboard
Teaching Assistant
Ben Kravit (Benjamin.Kravit@mba14.mccombs.utexas.edu)
Course Objectives
The most valuable asset many firms have is their brand. In our global economy, production and distribution can
be replicated. But the knowledge, attitudes, and emotional connection consumers have about their brands
cannot. Therefore many companies recognize that the investment they make in the creation and communication
of their brand will become a strategic differentiator in the future. This class will focus on how to establish and
grow brand equity, how to measure brand equity, how to manage brand architecture, and how to utilize brand
equity to create more profit and growth for your company.
You will also enhance your collaboration skills through a team project. Integrity in brand management is critical
and my hope is that you will leave this course knowing the importance of understanding what your customer
wants and providing that honestly within the context of your brand. Brand marketing is a way to communicate the
value and benefits of your company and/or product to consumers. A brand is a promise to your consumer and
you will learn how to manage brands to fulfill this promise.
Materials
Course Reading Packet (CP): Required
Jenn’s Copy & Binding (www.jennscopies.com)
2200 Guadalupe
Everyone must purchase their own copy of the packet. Do not share copies of the packet as this is a violation
of copyright.
Blackboard Readings (BB): Required
Lecture Notes: Hardcopies of the PowerPoint slides for the lectures will be posted to Blackboard after class.
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MKT 372 Brand Management—Fall 2013
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Course Philosophy
My basic teaching philosophy for this course is to blend the theory and practice of product and brand
management in a comfortable, supportive classroom environment that promotes active learning. A good theory is
invaluable because it structures problems and suggests possible solutions. My view is that the most critically
important consideration in branding is understanding the customer, hence many theories covered will be
from a consumer behavior perspective.
Branding is both an art and a science. Thus, few branding situations have a definitive, unqualified answer as to
the “best” marketing programs. Yet, my belief is that by providing you with relevant and comprehensive theories,
and all the accompanying ideas, concepts, mechanisms, and models that go along with that, you can make more
informed decisions that will have a greater probability of success.
The course readings and activities are designed to help blend theory and practice. The readings will cover the
basic concepts and theoretical frameworks as well as provide current thinking on key topics. Cases will allow us
to apply these theories to real marketing problems. Guest speakers will be used to illustrate current brand issues
and the tension between theory and practice.
Each member of the class is a key part of the learning process. We learn from the insights and experiences of
each other. I expect you to come to class prepared, ask questions and participate, and be respectful of your fellow
students.
Course Requirements and Grading
Your grade in the course will be determined as follows:
Component
Possible
Points
Individual:
♦ Assignments (4@20)
♦ Exam 1
♦ Exam 2
♦ Course Participation
80 points
100 points
100 points
40 points
Team:
♦ Team Consumer Exploratory I: Interviews
♦ Team Brand Inventory
♦ Final Brand Audit Project
35 points
35 points
110 points
Total Possible:
500 points
Grade Basis:
A 93-100%
A- 90-92%
B+ 87-89%
B 83-86%
B- 80-82%
C+ 77-79%
C 73-76%
C- 70-72%
D+ 67-69%
D 63-66%
D- 60-62%
F below 60%
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MKT 372 Brand Management—Fall 2013
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Re-grading. Requests to have a grade reconsidered should be submitted in writing. If you would like to submit a
request, or if you would just like to discuss your grade in general, wait at least 48 hours after an assignment is
returned to you. This timing will facilitate a rational, objective discussion of the merits of the case. No re-grading
will be considered more than 10 days after the assignment is returned to you, unless it is a matter of a math error,
which will always be cheerfully corrected.
Description of Requirements
Assignments (4@20points = 80 points)
There are six (6) brief assignments with your highest four (4) assignments counting toward your final grade.
Assignments are one page, typed (single-spaced, 1” margins, 12-point type) and are due at the beginning of
class (no exceptions!). Each assignment is worth 20 points.
The assignments are:
Assignment 1 (Sept. 5): Assess original Coke’s brand equity using Keller’s CBBE pyramid. For each CBBE
dimension:
i) identify associations held by Coke
ii) assess the strength, favorability, and uniqueness of associations.
Assignment 2 (Sept. 17): Write 3 positioning statements. The first positioning statement is for Dove in the
1950’s and the second positioning statement is for Dove in 2007. The third positioning statement is for yourself.
The positioning statements should be in the following format:
Product/Brand
Is Unique and Most Important Claim
Among All Competitive Frame
For Target Market
Because Support, Reasons Why
Assignment 3 (Sept. 26): Analyze social media ROI metrics for Ford Fiesta.
Assignment 4 (Oct. 17): Analyze promotion for Culinarian Cookware.
Assignment 5 (Oct. 24): Brand Architecture: Evaluate brand strategy for Diesel StyleLab utilizing series of
questions in Aaker’s Brand Relationship Spectrum framework (Figure 2 in article). Which brand strategy would
you recommend: sub-brand, endorsement, or independence? Be specific regarding variant you would
recommend (case Exhibit 15).
Assignment 6: (Nov. 7): Brand valuation of Habitat for Humanity.
Assignments are individual assignments and should be worked on independently (i.e., no discussion with a
classmate). Case discussions and analyses are restricted to material presented in the case. Do NOT incorporate
any material from outside a case in your assignment.
Exam 1 (100 points) Oct. 10
Exam 2 (100 points) Nov. 14
The objectives of exams are to summarize your learning in the course and allow you to demonstrate your ability to
independently apply the frameworks and constructs we’ve discussed to specific problems. Each in-class exam
will be a combination of multiple choice and short answer questions applying frameworks and constructs to realworld brand situations. Exam dates are firm with no make-up exams.
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MKT 372 Brand Management—Fall 2013
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Course Participation (40 points)
Course participation does not just mean attending class. It means participation in the class as a whole and the
quality of that participation. Thus, there are actually many ways to improve your participation grade:
Attendance. Attendance is essential and expected. Obviously, you cannot participate if you do not attend class.
You are granted two absences from Aug. 29 – Nov. 19 without penalty so use them wisely (illness,
interviews, etc.). After that, if you must miss a class, a one page executive summary of that session’s
readings and cases must be submitted prior to the class to avoid negative points towards your
participation grade. Attendance at brand audit presentations from Nov. 21 – Dec. 5 is mandatory as your
input will factor into other team’s presentation grades.
In-Class Participation. You should be thoroughly prepared to discuss the readings and cases for each class
session. Each day when class begins, several students may be selected at random to lead discussion of
readings.
Class participation is evaluated on the quality of your participation and its contribution to improving the learning
experience of the class. Note that quality is not necessarily a function of quantity. Quality is assessed by
preparation, argument strength (well-supported points), and the extent to which the entire class benefited from
your comments.
Many people are intimidated by the "obligation" of speaking up in class. Don't be. Your anxiety will be reduced
only through practice! Getting comfortable with public speaking will give you a HUGE career advantage. Here's
the secret to cutting your stress level - BE PREPARED. Your class participation grade is weighted heavily in favor
of quality over quantity.
Current Events. Bring in a current event (usually an article from a newspaper or magazine, or sometimes an ad,
promotional material, or actual new product). It should be relevant to the topic we are discussing in class. State
why you found it interesting and how it is relevant. Reading the marketing and advertising columns of the
newspapers and business press can provide great opportunities for class participation.
Brand Audit
Self-selected teams consisting of 5 members will conduct a brand audit. The goal of the brand audit is to conduct
an in-depth examination of a major brand of your choosing and suggest ways to improve and leverage that brand
equity. The criteria for choosing a brand lies in the brand’s: 1) interest/value to you, 2) consumers’ likely
familiarity with the brand, 3) access to the brand’s target market and 4) access to brand and company
information, and 5) brand presence in social media conversations. To insure that every team starts on
equal footing, you may not select a brand that a team member or their family has worked for.
Selecting a brand undergoing a challenge regarding its brand architecture, brand portfolio, brand extension, or
brand revitalization generally provides greater fodder for critique. Every team must study a different brand. A good
source of possible brands is Aug. 29 readings (“Best Global Brands 2012: Interbrand,” “BrandZ Top 100 Most
Valuable Global Brands”). For family or corporate brands, consider a specific product brand in order to narrow
your focus and provide a specific frame of reference and competition (e.g., Toyota Camry rather than overall
Toyota brand). Brands examined in past projects have spanned the spectrum from retail, CPG, tech, service
brands, and non-profit brands. For instance, Spring 2013 audits examined the following brands: Abercrombie &
Fitch, adidas miCoach, American Apparel, Coach Poppy, Kindle Fire, Livestrong, Naked Juice, Southwest
Airlines, and Ugg (Note these brands are not eligible for Fall 2013).
All Brand audit deliverables should be emailed prior to class to BBABrand@gmail.com.
1. Team Brand Selection (0 Points; Feedback Provided)
The first installment of the brand audit is due on Friday, September 13. In a 2-3 page Word document,
teams need to notify me regarding team membership and the top three brands you are interested in
studying and their associated challenge. This deliverable is not graded; however investing effort here in
brand selection will pay huge dividends in a quality final brand audit project. The deliverable is to:
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MKT 372 Brand Management—Fall 2013
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1) Identify team members
2) Rank order the top three brands your team is interested in for the brand audit project.
3) For each brand:
a. Identify two (2) challenges the brand is facing
b. Each challenge should be supported with research evidence from at least two (2) references.
c. References should follow appropriate APA citation format (see BB posting)
2. Brand Meaning Audit: Preliminary Consumer Exploratory using ZMET, In-Depth Interviews, &
Twitter (35 points)
This second installment of the brand audit is due on Thursday, October 3. Its purpose is to help you
understand the brand through the eyes of the consumer: what does the brand mean; where does it
stand? This exploration into the brand’s meaning serves a foundational role in your brand planning
recommendation as it defines current sources of brand equity and suggests areas for improving or
leveraging that equity.
This project deliverable has three components:
1) Each team will complete a minimum of 4 ZMET and 4 in-depth laddering interviews.
Complete transcripts of these interviews including scanned images from ZMET should be
included in a Word appendix. Interview questions and answers in bullet form are OK as long
as they capture complete insight.
2) Monitor Twitter comments on your brand for at least a 7-day period using www.twilert.com. Submit a
3-4 page Word appendix with a representative sample of Twitter comments. (Note that many Twitter
comments may be random, irrelevant, or hard to categorize. Do your best to gain insight for your
brand audit from this social media outlet.)
3) Generate a preliminary summary of the brand’s customer-based brand equity pyramid in 8-10
PowerPoint slides (use notes to elaborate).
a. Assess the brand’s associations for each component of the CBBE pyramid.
i. Identify associations.
ii. Assess strength, favorability, and uniqueness of associations.
iii. Utilize verbatim quotes or images to support conclusions. For key
associations, illustrate with multiple quotes.
iv. Assess commonalities and differences across participants, interviews, and
Twitter.
b. Conclusion slide assessing overall CBBE and update of brand challenge(s).
3. Team Brand Inventory (35 points)
The team brand inventory is the third installment of the brand audit due on Tuesday, Oct.29. It
involves developing a comprehensive summary of the brand as viewed and enacted by the company
that manages it. To do this, you will need to review and describe the marketing program supporting
the brand, critically analyze how the brand has been crafted and developed, and assess its market
and competitive situation. This perspective on brand meaning provides you with a historical
perspective and foundation for the brand.
This project deliverable has six components:
1) Summary positioning statement deduced from brand’s marketing and advertising activities.
2) Profile competitive brands and market situation.
3) Brand identity inventory. What are the specific brand identity elements (e.g., logos, names, taglines,
packages, etc.) that support and convey the desired positioning for the brand? Critique the
effectiveness of these elements in promoting and building the brand’s equity.
4) Brand marketing inventory. Succinctly summarize how the brand has been built through marketing
programs across time. Assess the marketing mix elements (4Ps) that support and convey the desired
positioning for the brand. Have these elements been effective in building equity for the brand? What
is the current effectiveness of marketing programs?
i. Analyze the brand’s past and current advertising and social media campaigns.
ii. Analyze the brand’s product, promotions, distribution, and pricing.
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MKT 372 Brand Management—Fall 2013
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5) Detail the brand architecture.
i. Graphically display the brand hierarchy.
ii. Discuss the roles of brands in the portfolio. Focus on your selected brand and other
brands deemed relevant to your brand.
iii. Discuss the hierarchy relationship of your brand.
6) Update brand challenge(s).
The brand inventory deliverable is a maximum of ten (10) PowerPoint slides (use notes page to elaborate
on slides) that comprehensively addresses the six components. Inventory should include substantial
supporting documentation (use APA citation) and data on market share, industry trends, advertising
expenditure, product assortment, price and promotion comparison data. Emphasis is placed on critical
analysis of this data and not simply descriptive reporting.
4. Brand Surveys (0 points; Feedback Provided)
1) State your current brand challenge(s). Develop approx 15 question survey to gather further
supporting evidence for a) key information in CBBE pyramid, b) brand challenges, and c) test
consumer’s response to potential recommendations. A minimum sample of 60 members of
target market is required. A draft is due on Tuesday, November 5. Each team will schedule
a brief meeting with Dr. B to discuss your survey draft.
Teams may choose to do a single survey or two surveys to achieve above survey objectives. Some
teams elect to do a two phase approach where they design a 10-12 question initial survey to assess a
and b (key information in CBBE and brand challenges) in Phase 1 and then a brief 3-5 question follow-up
survey in Phase 2 to test consumer response to potential recommendations.
Each team is responsible for obtaining access to target market for survey (think creatively such as posting
on brand or category user groups on Web, use snowball sample where you ask people to pass survey
link along to relevant others, or visit location where target market is likely to be with paper surveys to
distribute). For the questionnaire you may choose to utilize on-line survey option of McCombs’ Qualtrics
subscription or old-fashioned pencil and paper surveys.
5. Final Report and Presentation (110 points)
The final presentation is worth 30 points and the final report is worth 80 points. The final report is due on
Tuesday, November 26. The final report consists of brand exploratories from ZMET, in-depth laddering
interviews, Twitter comments, and surveys, brand inventory, and provides recommendations concerning
how to build and manage equity for the brand chosen. Your report deliverable is maximum 25 slides with
notes plus appendix.
Components of Final Brand Audit Report (Sequence may vary. Goal is to present information in
organization that maximally justifies challenge (s) and your team’s recommendations.
1. History and Overview
The first page is an overview of the brand and its history. Include a statement of brand’s positioning.
2. Key Challenges Facing Brand
The second page should set-up the key challenges facing brand. The challenges may relate to brand
architecture, brand portfolio, brand extension, and/or brand revitalization.
3. Brand Inventory
Brand inventories are comprehensive summaries of a firm’s marketing and branding program.
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MKT 372 Brand Management—Fall 2013
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a.) Detail the brand architecture.
i. Graphically display the brand hierarchy.
ii. Discuss the roles of brands in the portfolio. Focus on your selected brand and other
brands deemed relevant to your brand.
iii. Discuss the hierarchy relationship of your brand.
b.) Analyze the firm’s branding and marketing programs. How do they contribute to brand
knowledge? How consistent have they been over time? Is there consistency between the brand
and marketing elements?
i. Analyze the brand graphics (logos, names, packages).
ii. Analyze the brand’s past and current advertising and social media campaigns.
iii. Analyze the brand’s product, promotions, distribution, and pricing.
c.) Profile competitive brands and market situation.
4. Brand Exploratory
Brand exploratories are in-depth profiles of consumers’ brand knowledge structures.
a.) Develop a detailed and accurate profile of current brand knowledge structures. In appendix,
provide specifics about ZMET, in-depth laddering interviews, and survey data collection to assess
brand knowledge structures.
b.) Assess the brand’s associations at each level of CBBE pyramid. Critique this customer-based
brand equity. What meanings are strong and dominant? Which are unique from competition?
Which are positive and negative? Do meanings resonate with target market?
5. Recommendations
Make 3-4 recommendations to the brand concerning how the brand should be managed over the next 5
years by critically analyzing the brand inventory and brand exploratory. Your recommendations need to
be supported by data from your brand inventory and brand exploratory. Recommendations may address:
1) consistency between consumer-based brand equity meaning and firm’s perception of brand equity
meaning
2) effectiveness of brand identity and brand marketing program
3) effectiveness of brand management strategies over time and suggestions to revitalize and rejuvenate
the brand
4) opportunities to leverage the brand including brand extensions
The Appendix is a Word document that should contain:
1) Summary of in-depth interviews and ZMET
2) Summary of Twitter postings
3) Data collection instrument for each survey
a. Number of respondents to each questionnaire
b. Description of sample (gender, age, residence, usage)
c. Summary of responses to each instrument
All survey-based data included in the presentation should come from surveys in the appendix and it
should be easy to link statistics in presentation to the relevant study in the appendix.
Each team will also present their brand audit to the class in 15-minute presentations the last three classes
of the semester.
Each of you will be asked to evaluate the contribution of your team peers at the conclusion of the
course. These evaluations will be used in determining project evaluations. Each student will
receive a team project grade that is proportionate to their participation, as assessed by other
team members.
Brand Audit Due Dates:
9/13
Three Brands and Challenges
10/3
Brand Meaning Audit: Preliminary Consumer Exploratory using ZMET,In-Depth
Interviews, & Twitter
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MKT 372 Brand Management—Fall 2013
10/29
Brand Inventory
11/5
Brand Surveys
11/26
Final Brand Audit Project Due
page 8
11/21-12/5 Presentations
McCombs Classroom Professionalism Policy
The highest professional standards are expected of all members of the McCombs community. Faculty are
expected to be professional and prepared to deliver value for each and every class session. Students are
expected to be professional in all respects.
The Texas McCombs classroom experience is enhanced when:
•
•
•
•
•
•
•
Students arrive on time. On time arrival ensures that classes are able to start and finish at the scheduled
time. On time arrival shows respect for both fellow students and faculty and it enhances learning by reducing
avoidable distractions.
Students display their name cards. This permits fellow students and faculty to learn names, enhancing
opportunities for community building and evaluation of in-class contributions.
Students minimize unscheduled personal breaks. The learning environment improves when disruptions
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Students are fully prepared for each class. Much of the learning in the Texas BBA program takes place
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process. This affects not only the individual, but their peers who count on them, as well.
Students respect the views and opinions of their colleagues. Disagreement and debate are encouraged.
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Laptops are closed and put away. When students are surfing the web, responding to e-mail, instant
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By UT Austin policy, you must notify me of your pending absence at least fourteen days prior to the date of
observance of a religious holy day. If you must miss a class, an examination, a work assignment, or a project in
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the Statement on Scholastic Dishonesty to this class or its assignments is unclear in any way, it is your
responsibility to ask me for clarification. Students who violate University rules on scholastic dishonesty are
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MKT 372 Brand Management—Fall 2013
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subject to disciplinary penalties, including the possibility of failure in the course and/or dismissal from the
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• Further information regarding emergency evacuation routes and emergency procedures can be found
at: http://www.utexas.edu/emergency.
Broniarczyk
MKT 372 Brand Management—Fall 2013
Course Schedule
Aug. 29 Th
Sept. 3 T
Intro
Customer-Based Brand Equity
Due: Email resume to BBABrand@gmail.com
Subject line: Brand resume – last name
Sept. 5 Th
Power and Creation of Brands
Assignment 1: Introducing New Coke
(Harvard Business School 9-500-067) (CP)
Sept. 10 T
Brand Audit
Guest Speaker: April Kessler, Business Librarian, University of Texas Libraries
Sign up to receive Google Alerts and Twitter Alerts for your brand.
Sept.12 Th
Brand Positioning
Sept. 13 F
Project Due: Three Potential Brands and Challenges
Email: BBABrand@gmail.com
Sept. 17 T
Brand Positioning
Assignment 2: Dove: Evolution of a Brand
(Harvard Business School 9-508-047) (CP)
Sept. 19 Th
Measurement of Brand Equity: Customer Mindset
Sept. 24 T
Integrated Marketing Communications: Social Media Marketing
Sept. 26 Th
Social Media Marketing
Assignment 3: The Ford Fiesta
(Harvard Business School 9-511-117) (CP)
page 10
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MKT 372 Brand Management—Fall 2013
Oct. 1 T
Brand Names & Logos
Oct. 3 Th
Guest Speaker: Steven Brister (Brand Consultant)
page 11
Project Due: Brand Meaning Audit: Preliminary Consumer Exploratory: ZMET, In-Depth
Interviews + Twitter
Email: BBABrand@gmail.com
Oct. 8 T
Brand Exam 1 Review
Oct. 10 Th
Brand Exam 1
Oct. 15 T
Pricing: Private Label and Fighter Brands
Oct. 17 Th
Brand Promotions
Assignment 4: Culinarian Cookware: Pondering Price Promotion
(Harvard Business School 4057) (CP)
Oct. 22 T
Brand Architecture & Brand Extensions
Oct. 24 Th
Vertical Brand Extensions & Survey Design
Assignment 5: Diesel for Successful Living
(INSEAD Case 504-007-1) (CP)
Oct. 29 T
Brand Line Extensions & Assortment
Project Due: Team Brand Inventory
Oct. 31
Managing Brands Over Time
Nov. 5 T
Group Workday: Brand Survey
Schedule Meetings with Dr. B to Discuss Survey Draft
Broniarczyk
Nov. 7 Th
MKT 372 Brand Management—Fall 2013
Measurement of Brand Equity: Brand Valuation
Assignment 6: Habitat for Humanity International: Brand Valuation
(Harvard Business School 9-503-101) (CP) (Skim pp.1-8, Analyze pp.9-14)
Nov. 12 T
Exam 2 Review
Nov. 14 Th
Exam 2
Nov. 19 T
Career Panel
Nov. 21 Th
Presentations
Nov. 26 T
Presentations
Final Brand Audit Projects Due
Dec. 3 T
Presentations
Dec. 5 Th
Presentations
page 12
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APPENDIX A
CASE PREPARATION QUESTIONS
Case Assignment: Introducing New Coke
Case Assignment: Assess original Coke’s brand equity using Keller’s CBBE pyramid. For each CBBE
dimension:
i. identify associations held by Coke
ii. assess the strength, favorability, and uniqueness of these associations.
Case Preparation Questions:
1) What is Coke’s brand meaning?
2) What was Coca-Cola’s brand building strategy? How did the company build the world’s strongest brand?
3) Per Holt’s article, do you agree that Coke’s brand transforms the consumption experience?
4) What was Pepsi’s branding game? Did Coke properly respond to Pepsi Challenge? Was Pepsi truly a
threat to Coke?
5) Apply insights from Holt’s article to the New Coke case. Why do consumers buy Coca-Cola? How do
these motives align with the brand strategy for New Coke?
6) Coca-Cola invested $4 million researching the reformulation question. Keough claimed that “all the time
and money and skill poured into consumer research could not measure or reveal the deep and abiding
emotional attachment to the original Coca-Cola.” Do you agree? What are the implications for practice of
brand management?
7) What should we learn from Coca-Cola’s mistakes? Identify lessons for effective brand stewardship that
can be derived from case.
Case Assignment: Dove
Case Assignment: Write 3 positioning statements. The first positioning statement is for Dove in the 1950’s. The
second positioning statement is for Dove in 2007. The third positioning statement is for yourself. The positioning
statements should be in the following format:
Positioning Statement:
Product/Brand
Is Unique and Most Important Claim
Among All Competitive Frame
For Target Market
Because Support, Reasons Why
Case Preparation Questions:
1) What is a brand? Why does Unilever want fewer of them?
2) What was Dove’s market positioning in the 1950s? What is its positioning in 2007?
3) How did Unilever organize to do product category management and brand management in Unilever
before 2000? What was the corresponding structure after 2000?
4) How was brand meaning controlled before 2000? How was it controlled at the time of the case? What
are the risks and rewards of its strategy?
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MKT 372 Brand Management—Fall 2013
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Case Assignment: The Ford Fiesta
Worksheet will be provided.
Critique Ford Fiesta Movement (FFM) social media marketing campaign and determine whether it was superior or
inferior marketing communications option to traditional advertising campaign for launching Ford Fiesta in the
United States.
1) Utilize frameworks in readings.
a. Edelman’s Consumer Decision Journey (“Branding in Digital Age”) to evaluate likely effectiveness
at stages in consumer decision process.
b. Gupta’s (“Social Media”) Figure 5 of Traditional versus Social Media Approach and Figure 6 of
Content that engages customers.
c. “Profiles of Media Types” and “Which Ad Strategy Is Best For You?”
2) Generate estimates of marketing ROI.
a. For social media marketing campaign’s ROI (e.g., average # of impressions to generate sales
lead, # of impressions for key performance outcomes), utilize Hoffman and Fodor’s (“Can You
Measure ROI of Your Social Media Marketing?”) Table as a guide. Factor in costs and state your
assumptions.
b. For traditional advertising ROI calculations, utilize data in “Profiles of Media Types” and “Which
Ad Strategy Is Best For You?”. Factor in costs and state your assumptions.
Case Preparation Questions:
1) What is Ford Fiesta’s brand essence in Europe? US?
2) What is Ford’s position in automotive market in Europe? US?
3) What were the objectives of the Ford Fiesta Movement (FFM) campaign?
4) How were FFM agents selected? Critique FFM’s agent selection process given brand objectives.
5) How successful was the FFM campaign? What are the right metrics to use?
6) What should be the next marketing communication step?
Case Assignment: Culinarian Cookware: Pondering Price Promotion
Case Assignment: Worksheet will be provided
Case Decision: Recommend whether Culinarian should or should not run a price promotion in 2007. Your
analysis must include an assessment of the profitability of the 2004 promotion as one component of your
recommendation.
Case Preparation Questions:
1) Describe consumer behavior in the cookware market. How is cookware bought? How is it sold? What
are the implications for Culinarian’s positioning and marketing strategy?
2) What are the strengths and weaknesses of Culinarian? Why has the company been successful?
3) Was the 2004 price promotion profitable? Calculate the profitability using Brown’s logic and then calculate
profitability using the consultant’s model. How would you calculate profitability?
4) If Culinarian were to run a price promotion, what should the specifics be (e.g., product scope, discount
rate, timing, communication)?
5) Should Culinarian consider other types of promotions (e.g., manufacturer rebate program, gift with
purchase, sweepstakes, product placement, etc.)?
Broniarczyk
MKT 372 Brand Management—Fall 2013
page 15
Case Assignment: Diesel
Case Assignment: Evaluate brand strategy for Diesel StyleLab utilizing series of questions in Aaker’s Brand
Relationship Spectrum framework (Figure 2 in article). Which brand strategy would you recommend: sub-brand,
endorsement, or independence? Be specific regarding variant you would recommend (case Exhibit 15).
Case Decision: Recommend a brand strategy to achieve StyleLab objectives: sub-brand, endorsement, or
independence.
1) Be specific regarding the variant you would recommend in case Exhibit 15.
2) Utilize Aaker’s Brand Relationship Spectrum framework (Figure 2 in article) to support your
recommendation.
Case Preparation Questions:
1) What are the brand identity and image of Diesel?
2) How important an element is product in Diesel brand identity? How important an element is advertising in
Diesel brand identity?
3) Describe the target market of Diesel.
4) What are the objectives of StyleLab?
5) Evaluate brand strategy using series of questions in Aaker’s Brand Relationship Spectrum framework
(Figure 2 in article).
Case Assignment: Habitat for Humanity International
Case Assignment : TBD
Case Preparation Questions:
1) What are the brand drivers for Habitat for Humanity?
2) Apply the Interbrand methodology to the Habitat brand.
a. How would you calculate the economic earnings attributable to the brand?
b. How would you estimate the role of the brand (see Exhibit 14)?
c. How would you develop the brand strength score, shown here to be 76/100? Critique Habitat for
Humanity on Interbrand’s Dimensions of Brand Strength.
3) Do you agree with Interbrand’s $1.8 Billion valuation of Habitat for Humanity International?